Mercedes-Benz has unveiled a bold new creative initiative dubbed the ‘Class of Creators’, kicking off with a bespoke CLA art car by American rapper Ice Spice.
With this project, Mercedes taps diverse cultural voices to position the next-generation CLA as a symbol of expression in the electric and digital era.
Revealed at the grand opening of a revamped Mercedes dealership in New York, Ice Spice’s CLA art piece features molten chrome styling and references to her trademark 'Princess of Rap' jewellery, fusing personal identity with the design DNA of the CLA.
Vice President of Digital & Communications at Mercedes-Benz AG, Bettina Fetzer, says the partnership aims to connect with new audiences: “Together, we want to connect and engage with diverse communities by inviting them to be a part of this conversation.”
Art meets brand in NYC
The Manhattan event drew around 350 guests for a night themed “Stars, Sounds & Slices,” blending live art and performances, including music from Broadway cast members of Hell’s Kitchen and DJ sets from Brooklyn-based LPX. The occasion also doubled as the market premiere of the all-new CLA.
Ice Spice was the first in a five-part global rollout involving creatives across multiple disciplines.
Upcoming contributors include Swedish interior designer Gustaf Westman, fashion artist KidSuper (Colm Dillane), toy brand Hot Wheels and gaming platform League of Legends.
Each will deliver their own CLA-inspired artwork throughout the year.
A one-off stunt?
Unlike typical brand partnerships, the ‘Class of Creators’ will continue unfolding through 2025 with unique art pieces, capsule collections and public events.
Gustaf Westman’s take on the CLA is scheduled for May 22, followed by KidSuper’s reveal on June 28. Additional dates will be announced.
By using the CLA as a blank slate, Mercedes-Benz aims to reframe how a premium car can act as a platform for individual creativity, tying into its broader shift toward personalisation, electrification and software-driven experiences.
